Clearification is the name of the multi-faceted successful buzz campaign for the launch of Microsoft Windows Vista.

The campaign included a series of episodic webfilms, 30 second spots, animated puppet blogs, banners, a one-hour Comedy Central Special and a 30 city comedy tour. The campaign was created in partnership by Mekanism and McCann Worldgroup, and stars indie hipster comedian Demetri Martin.

At www.clearification.com, you will find an episodic story about one man’s journey to free himself from his inner clutter and find clarity. His adventure starts at the Institute for Advanced Personhood (theiap.org) and ends with clearification.

Step 1: Banners, Website and SpotsBanners and broadcast spots launched first to drive traffic to www.clearification.com and generate initial buzz.

Step 2: 30 City Comedy TourDemetri Martin embarked on a comedy tour sponsored by Windows Vista. The product was used in his act.Step 3: SyndicationContent from the site was syndicated via placement and RSS Feeds out into the blogosphere.Step 4: One Hour Comedy Central SpecialThe campaign culminated on product launch day with a comedy special. Web films ran during the commercial air time and drove traffic to the website.

The Numbers:-Approximately 4 million total viewers –total site traffic, comedy specials and content sites-Over 600,000 Syndicated viewers (blog posts/youtube etc.) –compilation from over 100 video content sites-Sold out 30 city comedy tour - source CAA-Highest rated show for the time slot (1.3 million households) –nielsen ratings-New York Times Campaign Coverage-Thousands of loving blog postsThe Words: “I rarely can find cool and innovative things that Microsoft pulls off, but geez…huge propos on this” –The Apple Blog“There is no direct pitch for Microsoft or Windows Vista on the site…yet Microsoft is tickled with its campaign” -The New York Times